The Hershey Company has publicly stated it will revert to using real chocolate in a specific set of its products, a move framed as a return to "classic" recipes. This decision follows significant public criticism, notably from Brad Reese, grandson of the inventor of Reese's Peanut Butter Cups.
The company's announcement indicates a shift away from coatings containing less actual chocolate, impacting items such as Reese's Mini Eggs, Fast Break candy bars, and certain foil-wrapped products. This adjustment aims to align the ingredient lists with what the brand is perceived to represent. Hershey's spokesperson, Kleinfelter, stated the changes were initially made due to "consumer preferences" and to enable "new shapes, sizes, and innovations."
However, Brad Reese has expressed dissatisfaction with the pace of these changes, asserting that the company is not acting quickly enough. He has taken a personal mission to restore what he considers the integrity of his family's confectionery legacy. His critique, initially voiced in a public letter on Valentine's Day, gained traction, compelling Hershey's to address the concerns.
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"We're going to make some small investments to really align the portfolio to what the brand stands for. That consistency is important across the brand." – Kirk Tanner, Hershey Company CEO
Kirk Tanner, CEO of The Hershey Company, reportedly made the decision to enact these changes prior to Reese's public complaints becoming widespread. He indicated that the shift back to real chocolate was already "underway" as of last summer. Tanner has framed the decision as an investment in "brand consistency" and "ingredient authenticity," also mentioning separate reformulations for KitKat to improve its chocolate quality and labeling.
While Hershey insists that core products like original Reese's Peanut Butter Cups and Hershey chocolate bars have consistently used real milk or dark chocolate, it acknowledges that a "small portion" of its expanded product line, including some mini versions and seasonal items, employed coatings with reduced chocolate content. These affected products constitute less than three percent of the total Reese's portfolio.
"He felt like it was a 'betrayal' when he noticed the changes in the candies' ingredients."
Brad Reese remains skeptical, stating he will rely on his own palate to verify the company's adherence to its commitment. He disputes the company's timeline, suggesting the changes have been occurring since around Valentine's Day. The confectionery industry, in general, has been experiencing significant 'cost pressures,' particularly concerning the price of cocoa, which has influenced ingredient choices.
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The situation has drawn attention to the broader dynamics of 'brand stewardship,' 'consumer backlash,' and 'strategic repositioning' within the food industry. Competitors may also recalibrate their marketing strategies in light of Hershey's public recommitment to perceived authenticity. The company aims for these changes to be fully implemented starting "next year."
Sources indicate that some members of the Reese family have publicly distanced themselves from Brad Reese's specific criticisms.
